Wednesday July 4, 2012 : BETFRED TAPS IN TO SOCIAL ENVIRON
 
Branded content deal with social football game developer
 
Betfred has entered into a deal with social gaming publisher We R Interactive that will see the bookmaker featured in "I AM PLAYR", a popular social football game that will incorporate the bookmakers horse-racing and World Snooker Championship sponsorships.
 
Participation in the social game will assist Betfred's strategy of boosting brand awareness by creating social entertainment experiences around its sponsorship portfolio.
 
Betfred.com will appear in the game via a virtual in-game betting shop which pulls in real-life Premier League football betting fixtures and allows players to bet using their in-game cash.
 
I AM PLAYR is described as an innovative digital branded content platform where brands can credibly engage and communicate with their target audience by connecting with them on their own terms.
 
Paul Whitehead, global commercial director of We R Interactive said: "Betting and football are natural partners, so it's great to be bringing the Betfred brand into the game through these really innovative integrations that further authenticate the game and blur the boundaries between the real life of a professional footballer and the virtual world of I AM PLAYR. We're building a large audience for I AM PLAYR, so we'll be working with Betfred to grow their own social activities."
 
Betfred managing director Chris Sheffield added, "We are all about innovation at Betfred.com, that’s why this deal was so appealing and we are delighted that our brand will be exposed to a wider audience."